Google Ads Glossary


The number of people who have seen and then clicked on your ad, and then performed an action, like contacting you. 

Search Keywords 

Are words or phrases used for showing your ads to people based on the similarity of your keywords to the person’s search terms. 

Impression Share 

The percentage of impressions that your ads receives compared to the total number of impressions that your ads could get. 

Absolute Top of search 

The percentage of your total impressions that are appearing as the very first ad above the organic results within Google’s search results. 


When someone clicks your ad, for example on the blue headline or phone number of your ad, it counts as a click. 

Conversion Rate 

Is the percentage of visitors to your website that complete a conversion out of the total number of visitors. 

Direct Traffic 

Visitors to your website who have typed in your URL directly or a link in an email, to reach your website. 

Organic Traffic 

Visitors to your website who have found your website via a search engine, and clicked on one of your organic search results. 

Referral Traffic 

Visitors to your website who have clicked on a link on another website, which directed them to your website. 

Social Media Traffic 

Visitors to your website who have clicked on a link to your website from a social platform. 


Is a way to connect with people who previously interacted with your website. It allows you to strategically position your ads in front of these audiences as they browse websites, helping to increase your brand awareness or remind those that have not taken action. 

Display Ads 

Is where your ads are shown on various websites, like a local news site or shopping site. Display ads can be graphics, videos or a mixture of graphics and text. 

.3 and .25 conversions 

We award 40% of credit to both the first and last ad click, with the remaining 20% spread out across the other ad clicks. For example, if someone clicked your ad 3 times over 1 week before they called. The 1 conversion would be split to .4 for the first and last click and .2 for the click mid week. This allows users to see the full path of a conversion. 

Click-through Rate 

The ratio of people who see and click on your ad versus only seeing the ad. 

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